| Precio | Diferencia con el precio medio | |
|---|---|---|
| BOLD SKIN | 38.75 | 4.29 |
| CARPE | 42.99 | 8.53 |
| CREMESOLE | 33.99 | -0.47 |
| CÉU PROTECT | 34.95 | 0.49 |
| ECLIPSE | 32.99 | -1.47 |
| ESSENCE D’OR | 29.99 | -4.47 |
| GOLDEN HOUR | 22.99 | -11.47 |
| SOLAIR D’OR | 48.95 | 14.49 |
| SOLAR GLOW | 33.50 | -0.96 |
| SOLEÁ CREAMS | 26.99 | -7.47 |
| VIOLISOL | 32.95 | -1.51 |
| * Precios en euros (€) |
| Hipermercados | Supermercados | Tiendas especializadas | |
|---|---|---|---|
| BOLD SKIN | 0 | 1,000,010 | 4,700,000 |
| CARPE | 1,900,000 | 1,400,000 | 800,000 |
| CREMESOLE | 0 | 4,514,285 | 3,385,715 |
| CÉU PROTECT | 0 | 1,000,000 | 2,000,000 |
| ECLIPSE | 1,320,696 | 8,012,345 | 1,320,696 |
| ESSENCE D’OR | 3,550,000 | 3,550,000 | 1,200,000 |
| GOLDEN HOUR | 1,840,000 | 1,380,000 | 920,000 |
| SOLAIR D’OR | 2,750,000 | 700,000 | 4,000,000 |
| SOLAR GLOW | 500,000 | 2,500,000 | 1,500,000 |
| SOLEÁ CREAMS | 2,000,000 | 1,000,000 | 1,000,000 |
| VIOLISOL | 0 | 3,000,000 | 2,000,000 |
| * Inversiones en euros (€) |
| Factor de protección | Resistencia al agua | Ingredientes naturales | Vitaminas | Tipo de envase | |
|---|---|---|---|---|---|
| BOLD SKIN | 9 | 3 | 3 | 5 | Tubo |
| CARPE | 7 | 5 | 2 | 3 | Tubo |
| CREMESOLE | 7 | 8 | 0 | 1 | Aerosol |
| CÉU PROTECT | 8 | 1 | 4 | 4 | Tubo |
| ECLIPSE | 7 | 8 | 0 | 1 | Aerosol |
| ESSENCE D’OR | 6 | 6 | 1 | 1 | Dosificador |
| GOLDEN HOUR | 8 | 7 | 0 | 0 | Tubo |
| SOLAIR D’OR | 8 | 6 | 3 | 0 | Stick |
| SOLAR GLOW | 8 | 3 | 4 | 3 | Tubo |
| SOLEÁ CREAMS | 8 | 7 | 0 | 3 | Stick |
| VIOLISOL | 10 | 10 | 0 | 2 | Aerosol |
| * Composición de productos (escala 0-10) |
| Televisión | Radio | Prensa | Internet | |
|---|---|---|---|---|
| BOLD SKIN | 1,000,037 | 0 | 0 | 3,700,000 |
| CARPE | 1,100,000 | 300,000 | 150,000 | 2,400,000 |
| CREMESOLE | 2,500,000 | 250,000 | 250,000 | 3,000,000 |
| CÉU PROTECT | 400,000 | 100,000 | 250,000 | 1,250,000 |
| ECLIPSE | 3,013,178 | 0 | 0 | 3,013,178 |
| ESSENCE D’OR | 1,443,000 | 518,000 | 518,000 | 1,221,000 |
| GOLDEN HOUR | 600,000 | 200,000 | 100,000 | 1,100,000 |
| SOLAIR D’OR | 2,250,000 | 500,000 | 800,000 | 3,000,000 |
| SOLAR GLOW | 500,000 | 0 | 0 | 2,000,000 |
| SOLEÁ CREAMS | 1,200,000 | 250,000 | 200,000 | 1,350,000 |
| VIOLISOL | 2,000,000 | 0 | 0 | 2,000,000 |
| * Inversión en Euros |
| Social | Humor | Miedo | Romance | Aventura | Éxito | |
|---|---|---|---|---|---|---|
| BOLD SKIN | 7 | 0 | 0 | 3 | 0 | 8 |
| CARPE | 7 | 0 | 0 | 7 | 0 | 9 |
| CREMESOLE | 5 | 0 | 0 | 0 | 10 | 8 |
| CÉU PROTECT | 9 | 0 | 2 | 0 | 0 | 10 |
| ECLIPSE | 5 | 0 | 0 | 0 | 10 | 7 |
| ESSENCE D’OR | 5 | 10 | 0 | 0 | 4 | 2 |
| GOLDEN HOUR | 9 | 5 | 2 | 0 | 9 | 8 |
| SOLAIR D’OR | 0 | 0 | 0 | 10 | 10 | 10 |
| SOLAR GLOW | 10 | 0 | 0 | 0 | 7 | 9 |
| SOLEÁ CREAMS | 2 | 2 | 0 | 6 | 10 | 9 |
| VIOLISOL | 8 | 0 | 0 | 0 | 10 | 10 |
| * Diseño del mensaje (escala 0-10) |
| Ventas en volumen | Ventas en valor | |
|---|---|---|
| BOLD SKIN | 751,005 | 29,101,452 |
| CARPE | 353,059 | 15,178,015 |
| CREMESOLE | 900,000 | 30,591,000 |
| CÉU PROTECT | 58,466 | 2,043,387 |
| ECLIPSE | 752,807 | 24,835,103 |
| ESSENCE D’OR | 1,250,000 | 37,487,500 |
| GOLDEN HOUR | 1,075,963 | 24,736,389 |
| SOLAIR D’OR | 573,344 | 28,065,189 |
| SOLAR GLOW | 449,717 | 15,065,509 |
| SOLEÁ CREAMS | 1,000,000 | 26,990,000 |
| VIOLISOL | 602,289 | 19,845,423 |
| Marca | Cuota de mercado (en volumen) | Cuota de mercado (en valor) |
|---|---|---|
| BOLD SKIN | 9.67 | 11.46 |
| CARPE | 4.55 | 5.98 |
| CREMESOLE | 11.59 | 12.05 |
| CÉU PROTECT | 0.75 | 0.8 |
| ECLIPSE | 9.69 | 9.78 |
| ESSENCE D’OR | 16.09 | 14.76 |
| GOLDEN HOUR | 13.85 | 9.74 |
| SOLAIR D’OR | 7.38 | 11.05 |
| SOLAR GLOW | 5.79 | 5.93 |
| SOLEÁ CREAMS | 12.88 | 10.63 |
| VIOLISOL | 7.75 | 7.82 |
| TOTAL | 100.00 | 100.00 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 0 | 163,613 | 0 | 0 | 93,322 | 534,639 | 478,206 | 211,637 | 49,969 | 500,000 | 0 |
| Supermercados | 131,756 | 120,557 | 514,286 | 19,489 | 566,163 | 534,639 | 358,654 | 53,871 | 249,843 | 250,000 | 361,373 |
| Tiendas especializadas | 619,249 | 68,890 | 385,714 | 38,977 | 93,322 | 180,723 | 239,103 | 307,836 | 149,906 | 250,000 | 240,916 |
| * Datos en unidades vendidas |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | TOTAL | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 0 | 8.05 | 0 | 0 | 4.59 | 26.32 | 23.54 | 10.42 | 2.46 | 24.61 | 0 | 100 |
| Supermercados | 4.17 | 3.81 | 16.27 | 0.62 | 17.91 | 16.92 | 11.35 | 1.7 | 7.9 | 7.91 | 11.43 | 100 |
| Tiendas especializadas | 24.05 | 2.68 | 14.98 | 1.51 | 3.62 | 7.02 | 9.29 | 11.96 | 5.82 | 9.71 | 9.36 | 100 |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 255,176 | 205,385 | 290,444 |
| CARPE | 57,712 | 157,858 | 137,489 |
| CREMESOLE | 654,176 | 209,932 | 35,892 |
| CÉU PROTECT | 5,658 | 37,720 | 15,088 |
| ECLIPSE | 296,949 | 448,634 | 7,223 |
| ESSENCE D’OR | 5,770 | 1,241,139 | 3,091 |
| GOLDEN HOUR | 16,031 | 1,058,989 | 943 |
| SOLAIR D’OR | 117,875 | 187,657 | 267,812 |
| SOLAR GLOW | 84,210 | 301,006 | 64,501 |
| SOLEÁ CREAMS | 270,723 | 724,868 | 4,409 |
| VIOLISOL | 434,461 | 161,171 | 6,657 |
| * Ventas en unidades |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 11.61 | 4.34 | 34.84 |
| CARPE | 2.62 | 3.33 | 16.49 |
| CREMESOLE | 29.75 | 4.43 | 4.31 |
| CÉU PROTECT | 0.26 | 0.80 | 1.81 |
| ECLIPSE | 13.51 | 9.48 | 0.87 |
| ESSENCE D’OR | 0.26 | 26.22 | 0.37 |
| GOLDEN HOUR | 0.73 | 22.37 | 0.11 |
| SOLAIR D’OR | 5.36 | 3.96 | 32.13 |
| SOLAR GLOW | 3.83 | 6.36 | 7.74 |
| SOLEÁ CREAMS | 12.31 | 15.31 | 0.53 |
| VIOLISOL | 19.76 | 3.40 | 0.80 |
| TOTAL | 100.00 | 100.00 | 100.00 |
| Dimensión 1 | Dimensión 2 | |
|---|---|---|
| Atributos | ||
| Saludable | -0.50 | 0.48 |
| Con conciencia | -0.01 | 0.06 |
| Simpática | 1.96 | -3.12 |
| Agresiva | 2.89 | 2.25 |
| Sensible | -1.22 | 0.20 |
| Atrevida | -0.49 | -0.22 |
| Triunfadora | -0.49 | 0.20 |
| Cara | -0.11 | 0.08 |
| Popular | -0.18 | -0.26 |
| Marcas | ||
| BOLD SKIN | -0.57 | 0.28 |
| CARPE | -0.69 | 0.25 |
| CREMESOLE | -0.44 | -0.08 |
| CÉU PROTECT | 1.55 | 1.74 |
| ECLIPSE | -0.43 | -0.10 |
| ESSENCE D’OR | 1.25 | -2.58 |
| GOLDEN HOUR | 2.05 | 0.75 |
| SOLAIR D’OR | -0.95 | 0.22 |
| SOLAR GLOW | -0.44 | 0.20 |
| SOLEÁ CREAMS | -0.33 | -0.62 |
| VIOLISOL | -0.40 | -0.03 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Ingresos totales | 29,101,452 | 15,178,015 | 30,591,000 | 2,043,387 | 24,835,103 | 37,487,500 | 24,736,389 | 28,065,189 | 15,065,509 | 26,990,000 | 19,845,423 |
| Costes | |||||||||||
| Costes de producción | 17,610,809 | 6,479,808 | 10,188,000 | 4,557,814 | 6,137,783 | 13,150,000 | 12,883,320 | 9,195,000 | 7,467,250 | 13,670,000 | 7,542,690 |
| Costes comerciales | 10,400,047 | 8,050,000 | 13,900,000 | 5,000,000 | 16,680,094 | 12,000,000 | 6,140,000 | 14,000,000 | 7,000,000 | 7,000,000 | 9,000,000 |
| Costes totales (sin stock) | 28,010,856 | 14,529,808 | 24,088,000 | 9,557,814 | 22,817,877 | 25,150,000 | 19,023,320 | 23,195,000 | 14,467,250 | 20,670,000 | 16,542,690 |
| Costes totales (con stock) | 28,314,494 | 14,946,137 | 24,088,000 | 10,087,656 | 22,817,877 | 25,150,000 | 19,438,564 | 23,406,987 | 14,699,457 | 20,670,000 | 16,542,690 |
| Beneficios | |||||||||||
| Beneficio neto | 786,957 | 231,878 | 6,503,000 | -8,044,270 | 2,017,226 | 12,337,500 | 5,297,825 | 4,658,202 | 366,052 | 6,320,000 | 3,302,733 |
| Disponible | 34,680,259 | 21,667,980 | 39,111,000 | 15,429,911 | 27,639,489 | 44,072,500 | 38,291,444 | 41,138,202 | 21,812,089 | 38,276,537 | 32,302,703 |
| * Datos en Euros | |||||||||||
Desarrollado por Prof. Joaquín Sánchez
Universidad Complutense de Madrid // Facultad de Ciencias de la Información // Departamento de Marketing